How to Use Analytics to Make Better Marketing Decisions for Successful Campaigns - Part 2

The significance of audience targeting in driving marketing results.
Audience Analytics
5 minutes
Ali Hashemi
September 10, 2023
Image: Pexels

Long gone are the days where marketing relied heavily on creativity and intuition. In this day and age, data-driven decisions have become key to any campaign, and analytics is the number one tool that brands and businesses need to unlock insights that will help them design and execute better marketing strategies. 

However, that’s not to say that we don’t need creativity when it comes to marketing. Creativity is still very much important, but it should be guided by analytics tools – through which brands and businesses can track and analyse data from various sources regarding their audience, campaign performance, ROI and more. 

In this blog post, we’ll explore just how we can use analytics to ensure that your next marketing campaign would be a huge success.

Defining your marketing objectives

Before we get started on planning and execution, your team needs to define clear and measurable marketing objectives – as they crucial to the success of any marketing campaign. Without these objectives in place, you won’t know what you’re working towards, and it’ll be difficult to measure your progress. 

Here’s a breakdown of how you can figure that out:

  • Identify what you want to achieve with your marketing campaign.
    Are you looking to increase website traffic, generate leads or boost sales? 

  • Break down your objectives into specific, measurable, achievable, relevant and time-bound goals. These are otherwise known as SMART goals.
    For example, if your objective is to increase website traffic, your SMART goal could be to increase organic traffic by 20% in the next three months. By setting specific goals, you'll be able to track your progress and adjust your marketing strategies accordingly.

Identifying key metrics to track

Image: Unsplash

An example of an analytics tool dashboard.

Once you have defined your marketing objectives and SMART goals, it's time to identify the key metrics you will use to measure your progress. 

The metrics you choose will depend on your objectives and goals, but some common metrics include:

  • Website traffic 
  • Conversion rates 
  • Click-through rates 
  • Bounce rates 
  • Social media engagement

Note: It's important to choose metrics that are relevant to your goals and that you can track over time. Also, remember to keep your metrics aligned with your goals and adjust them as needed.  

Using the same example, if your goal is to increase website traffic, you might track metrics such as organic traffic, referral traffic and direct traffic

Similarly, if your goal is to increase social media engagement, you might track metrics such as likes, shares and comments

It’s also important to regularly review your metrics, as you can identify areas for improvement and optimise your marketing strategies for better results. 

Analysing your audience

By understanding who your audience is, you can tailor your marketing campaigns to their interests and behaviors, resulting in higher engagement and conversion rates. 

There are three ways to analyse your audience, namely: 

  • Demographic data: Use age, gender and location to identify patterns and trends. 
  • Behavioural data: You can also analyse behavioural data, such as website traffic and social media engagement to gain insight into your audience's interests and preferences. 
  • Persona development: This involves creating fictional characters that represent your ideal customers and identifying their needs, pain points and motivations. 

Analysing your audience is a critical step in using analytics to make informed marketing decisions. It can help you understand who your customers are, what they want, and how to best reach and engage them.

Setting up analytics tools

Once you have identified your marketing objectives and the key metrics to track, it's time to set up your analytics tools. 

Some popular analytics tools include Google Analytics, Adobe Analytics and Mixpanel. However, here at REISE, we have developed MIND, a cutting-edge tool that helps businesses harness the power of data to gain deep insights into their target audience.

More about MIND: 

MIND uses advanced AI and machine learning algorithms to analyse vast amounts of data from multiple sources, including social media, search engines and online communities. 

The tool provides a comprehensive view of your audience, including their demographics, interests, and behavior patterns. By using MIND, you can create more effective marketing campaigns, improve customer engagement and drive business growth.

However, for the purpose of this article, let’s take a look at one of the most popular analytics tools – Google Analytics

To set this up as your go-to analytics tools, follow these steps: 

  1. Create an account.
  2. Install tracking code. This code will allow the analytics tool to collect data about your website visitors and their behavior. 
  3. Set up goals and funnels. Goals and funnels allow you to track specific actions that users take on your website, such as making a purchase or filling out a form.
  4. Customise your reports: Analytics tools often provide a range of pre-built reports that allow you to track key metrics. 

Analysing your data

Image: Pexels

Analysing your data is an important part of the marketing process.

Once you have collected your data, it's time to analyse it to identify trends and opportunities. Some tips for effective data analysis include: 

  1. Segmenting your data: By segmenting your data by factors such as demographics, location or behaviour, you can gain a deeper understanding of your audience and how they interact with your marketing campaigns. 
  2. Comparing performance: Look for patterns in your data by comparing performance over time or across different channels. This can help you identify what's working and what's not, and make data-driven decisions to optimise your campaigns. 
  3. Setting benchmarks: It's important to set benchmarks for your metrics so that you can track progress over time and identify areas for improvement. This can include things like conversion rates, engagement rates or website traffic. 
  4. Using visualisation tools: Visualisation tools such as charts and graphs can help you easily understand and communicate your data. They can also help you identify patterns and trends that may not be immediately apparent from looking at raw data.

Using data to make better marketing decisions

Now that you have gathered and analysed your data, it's time to use it to make informed marketing decisions. Here are some ways you can use your data to optimise your campaigns and achieve better results:

  • A/B testing.
    This involves creating two versions of a marketing campaign (such as an email or landing page) and testing them against each other to see which performs better. By tracking key metrics for each version and comparing the results, you can identify which approach is more effective and use that information to optimise future campaigns.

  • Targeting specific audiences.
    By analysing demographic and behavioral data, you can identify groups of people who are most likely to be interested in your product or service and create targeted campaigns that resonate with them.

  • Identifying top-performing channels. By tracking metrics such as traffic sources and conversion rates across different channels (such as social media, email and search), you can determine which channels are driving the most traffic and generating the best results and then focus your marketing efforts accordingly.

Key takeaway: Invest in an analytics tool that can help you reach your goal

Image: REISE

An insight into REISE’s MIND tool.

In conclusion, using analytics to make informed marketing decisions is essential for achieving success in today's competitive marketplace. By setting clear marketing objectives, identifying key metrics, analysing your audience, and tracking and analysing your data, you can optimise your campaigns and improve your ROI. 

Google Analytics is a popular and powerful tool that can help you track and measure your website's performance, while REISE’s MIND tool provides more advanced capabilities for audience analysis and campaign optimisation. 

At REISE, we are committed to helping businesses succeed in today's competitive marketplace. Our team of experts is dedicated to providing innovative solutions that help our clients achieve their goals. 

Contact us today to learn more about how REISE Audience Intelligence with MIND can help your business grow and thrive.